Discover adds merchandise options to rewards program

Credit card company Discover announced July 21 that it has revamped its Cashback Bonus rewards program.

The company now allows cardmembers to redeem cash rewards for more than 400 products, including iPods, coffee makers, tools and exercise DVDs. Customers are not charged shipping fees or taxes on their merchandise selections. Consumers also have the option of partially paying for an item using their Cashback Bonus and charging the remainder of the cost to their cards.

Customers, who receive 5% cashback on select purchases and 1% on other charges, can also continue to redeem their rewards for partner or Discover gift cards, direct deposits, balance payments or charity donations.

“It's just another way in which we can continue to enhance the experience,” said Dana Traci, Discover's VP of rewards and product management.

Discover also has added features to the rewards section of its website, including a search function and personalized recommendations, which are determined using a customer's rewards-redemption and buying histories. Discover teamed with Affinion Loyalty Group on changes to the merchandising agreements.

The credit card company is marketing the enhanced rewards program to current cardmembers through e-mail marketing, the Discover website, targeted online advertising, and customers' mailed statements. It has also launched a promotional website, ItPaysToDiscover.com.

“We're really looking at all our customer touchpoints and ways in which we can reinforce our rewards value that we're offering to cardmembers,” Traci said.

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